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Abstract

Human emotions and their measurement present a complex and intricate affair which perpetuates an ongoing discourse in marketing research. Since emotions play a pivotal role in the success of advertisements, the exploitation of tools for their precise measurement is crucial to researchers and practitioners alike. Yet, there is no single gold standard instrument existent that enables a comprehensive detection of all emotion facets at once. This thesis therefore focuses on the theoretical conceptualization of emotion, and afterwards presents a variety of measurement methods that address different emotion components. Thereby, particular emphasis is placed on their applicability as regards television commercials.